| The role of the management sciences in research on personalization BPS Murthi, S Sarkar Management Science 49 (10), 1344-1362, 2003 | 592 | 2003 |
| Efficiency of mutual funds and portfolio performance measurement: A non-parametric approach BPS Murthi, YK Choi, P Desai European journal of operational research 98 (2), 408-418, 1997 | 585 | 1997 |
| The impact of racial diversity on intermediate and long‐term performance: The moderating role of environmental context OC Richard, BPS Murthi, K Ismail Strategic Management Journal 28 (12), 1213-1233, 2007 | 505 | 2007 |
| Wearout effects of different advertising themes: A dynamic Bayesian model of the advertising-sales relationship FM Bass, N Bruce, S Majumdar, BPS Murthi Marketing Science 26 (2), 179-195, 2007 | 249 | 2007 |
| Controlling for observed and unobserved managerial skills in determining first-mover market share advantages BPS Murthi, K Srinivasan, G Kalyanaram Journal of Marketing Research 33 (3), 329-336, 1996 | 195 | 1996 |
| A dynamic model for digital advertising: The effects of creative format, message content, and targeting on engagement NI Bruce, BPS Murthi, RC Rao Journal of marketing research 54 (2), 202-218, 2017 | 183 | 2017 |
| Relative performance evaluation of mutual funds: A non‐parametric approach YK Choi, BPS Murthi Journal of Business Finance & Accounting 28 (7‐8), 853-876, 2001 | 177 | 2001 |
| Marketing in a data-driven digital world: Implications for the role and scope of marketing D Shah, BPS Murthi Journal of Business Research 125, 772-779, 2021 | 169 | 2021 |
| Operating decisions, supplier availability and quality: an empirical study S Kekre, BPS Murthi, K Srinivasan Journal of Operations Management 12 (3-4), 387-396, 1995 | 143 | 1995 |
| Consumers' extent of evaluation in brand choice BPS Murthi, K Srinivasan The Journal of Business 72 (2), 229-256, 1999 | 100 | 1999 |
| Game theory and empirical generalizations concerning competitive promotions RC Rao, RV Arjunji, BPS Murthi Marketing Science 14 (3_supplement), G89-G100, 1995 | 94 | 1995 |
| When old is gold: The role of business longevity in risky situations PS Desai, A Kalra, BPS Murthi Journal of Marketing 72 (1), 95-107, 2008 | 92 | 2008 |
| Price awareness and consumers’ use of deals in brand choice BPS Murthi, RC Rao Journal of Retailing 88 (1), 34-46, 2012 | 87 | 2012 |
| Maximizing revenue through two‐dimensional shelf‐space allocation HN Geismar, M Dawande, BPS Murthi, C Sriskandarajah Production and Operations Management 24 (7), 1148-1163, 2015 | 71 | 2015 |
| Shifting demand: online music piracy, physical music sales, and digital music sales B Koh, BPS Murthi, S Raghunathan Journal of Organizational Computing and Electronic Commerce 24 (4), 366-387, 2014 | 47 | 2014 |
| An empirical analysis of strategic groups in the airline industry using latent class regressions BPS Murthi, AA Rasheed, I Goll Managerial and Decision Economics 34 (2), 59-73, 2013 | 34 | 2013 |
| Asymmetric effects of dynamic usage behavior on duration in subscription-based online service HF Dover, BPS Murthi Journal of Interactive Marketing 20 (3-4), 5-15, 2006 | 31 | 2006 |
| Developing a measure of risk adjusted revenue (RAR) in credit cards market: Implications for customer relationship management S Singh, BPS Murthi, E Steffes European Journal of Operational Research 224 (2), 425-434, 2013 | 30 | 2013 |
| Acquisition, affinity and rewards: Do they stay or do they go? E M. Steffes, BPS Murthi, RC Rao Journal of Financial Services Marketing 13, 221-233, 2008 | 29 | 2008 |
| What price loyalty? A fresh look at loyalty programs in the credit card industry BPS Murthi, EM Steffes, AA Rasheed Journal of Financial Services Marketing 16, 5-13, 2011 | 25 | 2011 |
